Director of Marketing

Who We Are

Kirby-Smith Machinery, Inc. is a leading distributor of heavy equipment and cranes in the central United States. We are at the forefront of todays construction industry growth and have several exciting job opportunities for talented, energized professionals across the region who want to join our #WeAre1KirbySmith family!

Director of Marketing Benefits

- Above-Average Industry Pay

- Comprehensive Benefits Package (including Medical/Dental/Vision)

- 401K Plan with Company Match

- Generous PTO Package/Paid Holidays

- Short/Long Term Disability

- Growth Opportunities

- Paid Training

- Family Owned and Operated

- Health and Wellness

Director of Marketing Position Purpose

Leads the Marketing Department and is accountable for the quality and volume of demand marketing generates, as well as the systems, data, and partnerships that convert that demand into revenue. Develops and executes marketing strategies aligned with corporate goals, sales objectives, and customer experience initiatives, and builds a high-performing team that lives the Kirby-Smith core values of One Mission, One Team, One Plan, One Goal.

Director of Marketing Essential Functions

Leadership and Strategy

- Leads, coaches, and develops the Marketing team, promoting the Kirby-Smith vision and values and a culture of innovation, testing, and continuous improvement

- Analyzes market trends, competitive activity, and customer needs to refine strategy and strengthen Kirby-Smiths competitive position

- Partners with department leaders to pursue organic growth and new business opportunities

- Leads Marketings role in annual planning, converting Sales, Rental, and Product Support revenue and utilization targets into funded marketing plans by business line and territory

Demand Generation and Lead Quality

- Directs lead generation across all channels to support company growth and branch-level opportunities

- Partners with Sales and branch leadership to define sales-ready leads, set lead-to-opportunity conversion goals, and establish lead-routing, response-time, and follow-up standards

- Maintains a closed-loop feedback process with the field on lead disposition and uses results to adjust targeting, messaging, and spend

- Oversees inbound call capture, call tracking, and call-quality scoring, and builds qualification into forms and landing pages without compromising the customer experience

Digital, Data, and Technology

- Directs digital programs, including paid search, paid social, SEO, email, and marketing automation

- Establishes KPIs and dashboards to measure marketing performance and guide adjustments

- Oversees the company website, including content, inventory search, conversion paths, and equipment data feeds to third-party marketplaces

- Manages the marketing technology stack, including CRM and marketing automation, to ensure data hygiene, segmentation, and closed-loop reporting with Sales

- Maintains search visibility through structured data, accurate branch local listings, and AI search optimization

Brand, Product Line, and Territory Marketing

- Allocates marketing investment across new and used equipment, rental, parts, and product support based on each segments buying cycle, margin profile, and competitive landscape

- Tailors strategies for established full-line dealer markets and developing markets where Kirby-Smith offers a narrower brand or product line

- Builds brand awareness through social media, industry shows, and membership groups, and collaborates on merchandising, promotions, and new items

- Enforces Kirby-Smith brand standards across branches, collateral, vehicle and facility signage, trade shows, and digital properties in compliance with OEM requirements

- Leads Demo Days, trade shows, and branch events and measures their contribution to the sales pipeline

Employer Brand and Talent Attraction

- Partners with Human Resources on employee communications, recognition, and change initiatives, ensuring messaging is timely, consistent, and on-brand

- Leads employer branding and recruitment marketing, with emphasis on service technicians and skilled trades

- Oversees the careers website and candidate experience from advertisement through application, applying the same conversion and measurement standards used for customer demand generation

Integrated Communications

- Uses public relations, thought leadership, and reputation management to amplify marketing efforts, working with internal and external partners and measuring results against KPIs

Budget, Vendors, and Partners

- Manages the annual marketing budget, including forecasting, spend monitoring, and return on investment

- Manages agency and vendor relationships, including scope, deliverables, budgets, and performance against KPIs

- Works with OEM marketing representatives to align on product launches, national campaigns, and available support, and maximizes recovery of co-op and market development funds

General

- Maintains industry knowledge through events, seminars, trade shows, and educational opportunities

- Travels to branch locations and industry events as required

- Performs other job-related duties as assigned

Director of Marketing Minimum Qualifications

- Bachelors degree in Marketing, Business, Communications, or a related field required; MBA preferred

- (5) or more years of progressive marketing experience, including at least three (2) years leading and developing a team

- Experience with Komatsu or another equipment manufacturer, dealer, distribution, or multi-location B2B environment preferred

- Proven success leading digital demand generation programs and managing a significant marketing and media budget, including channel allocation and ROI measurement

- Working knowledge of marketing analytics and CRM platforms, with the ability to turn dashboard data into decisions

- Exceptional written, verbal, and presentation skills

- Excellent organizational, planning, and project management skills

Core Competencies:
Professionalism – Treats everyone with tact and respect regardless of position; stays composed and effective under pressure; takes responsibility for own actions
Business Acumen – Connects decisions to strategic goals; understands the market, competitors, and the business impact of choices
Customer Service – Responds promptly to customer needs; handles difficult situations with care; uses customer feedback to improve service
Teamwork – Listens attentively; welcomes others ideas and feedback; resolves conflict constructively; puts team success ahead of personal interest
Dependability – Is punctual and consistently present; honors commitments; completes work accurately and on time; ensures coverage when absent and communicates early when plans change
Safety – Promotes a culture of safety; recognizes and reports hazards, unsafe conditions, and risky behaviors to protect employees, contractors, customers, and the community

Demonstrated Competencies:
Drive – Sets challenging goals and pursues them with enthusiasm, persistence, and calculated risk-taking
Communication – Conveys ideas clearly and concisely in all spoken and written communication
Integrity – Acts ethically without shortcuts; keeps confidences; communicates truthfully; chooses what is right over what is convenient
Adaptability – Adjusts quickly to shifting priorities; manages complexity; embraces change

Director of Marketing Physical Requirements

- Pushing/Pulling/Lifting/Carrying up to 50 pounds without assistance

- Physical ability to squat, twist, turn, bend, stoop, climb, and reach overhead

- Driving (local and over the road), sitting, or standing for long periods

- Ability to hear, listen, see, touch, and speak clearly

- Manual dexterity, including fine motor use of hands and fingers

- Ability to perceive colors, including red, violet, and amber

- Ability to move between workspaces

- Adheres to personal protective equipment (PPE) policy and maintains individual PPE in functional condition

Mental/Reasoning Requirements

- Ability to read and write complex material

- Basic math skills

- Sound judgment and decision making

- Strong analysis and comprehension skills

Working Environment

- Works both inside and outside

- Exposure to noise, fumes/odors, moving objects, and electrical equipment

- Works independently and with others, including face-to-face and verbal contact

This position is considered a safety-sensitive position.

We are an equal opportunity employer and prohibit discrimination and harassment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws.